Case Study
New Beauty Category in China
A first round of HD Interviews identified 6 unmet needs for women’s beauty and personal care.
Based on this, our creative team expressed innovation platforms via product prototypes and adcepts. These were tested via SDR Testing in both 1:1 and triad settings.
The research focused on how people spontaneously understood the concepts and the relevance they would have in their lives.
While the beauty market in China was growing rapidly, the client knew that Western products, while generating substantial consumer attention, often failed to make it.
As a multinational player with both global and local brands, they needed to know which brand to activate and how to populate the innovation pipeline in order to return maximum revenue.
The pressure of a booming market meant that time was of the essence for research to deliver insights and a clear plan for product development and communication.
Of the 6 platforms, 4 proved to be meaningful, relevant, credible and worth moving forward into product development.
Product prototypes were refined and communication tightened to be more compelling within the context of young women in China.
Brands within the client portfolio were successfully allocated to the platforms for optimal execution.